VISUAL MARKETING THROUGH PHOTOGRAPHIC IMAGES
OF PAPUA NEW GUINEA:
MEASURING ITS EFFECTIVENESS IN ENTICING
POTENTIAL INTERNATIONAL VISITORS
Dr. Joyce Rayel, Mrs Evelyn Kua &Mr Angi Hayabe
School of Business Administration
University of Papua New Guinea
PRESENTATION OUTLINE
• Introduction/Research Background
• Research Motivation
• Research Questions
• Limitations of the Study
• Methods
• Discussion/Findings
• Conclusion
• Recommendations
Introduction
• Tourism in PNG is an important contributor for wealth creation.
• The country, being blessed with unique natural attractions with vast endemic flora and fauna species and a very diverse culture, attracts various types of travellers.
• PNG-TPA (NTO and DMO) is the government’s tourism marketing and policy arm.
• Despite rigid marketing activities, PNG, for several years, has a low level of awareness in the international marketplace as a potential destination for tourism (SPTO,2005).
Research Motivation
• Visual marketing is essential for successful
destination marketing and can be successful
depending on the interpretation and perceptions
of the images by the potential international
visitors.
• Conducting research on the effectiveness of the
photos in enticing potential international visitors
is of paramount importance.
Research Questions
• What are the selection factors considered
by TPA for the photographic images used
for their visual marketing activities?
• How do potential international visitors
perceive Papua New Guinea as a tourist
destination after seeing the photographic
images?
• Are they feel enticed to come and visit
Papua New Guinea after seeing the
photos?
Limitations of the Study
• Limited photos
• Due to resource constraints limited
respondents were only considered
(FB friends and friends of friends)
• Future researchers are encouraged to
identify and bridge the gap of this
research
Literature
• In contemporary marketing
communications, images claim centre
stage (Borgerson & Schroeder, 2004) and
visual marketing can be a part of every
aspect of the communication mix.
MARKETING Persuades consumer behavior
Enhances that by factors of
recall, memory and identity.
Visual
Marketing
Literature
• Destination photography communicates images
that shape and re-shape travellers’ destination
perceptions (Stepchenkova & Zhan, 2012).
• Photographic image becomes an influential
factor in the formation of the destination image.
• Photographs depicting life, people and feelings
are infinitely more suggestive than any other
visual image (Ravari, 2011).
Visual Marketing Challenges
• Targeting the right market with the right
message at the right time which attract
consumers from several geographical
regions as well as cultural and linguistic
backgrounds.
• Come up with photographic images that
encapsulate total package and personality
of PNG.
Methods
• Qualitative Research
• Social Media (Facebook)as a platform
in gathering data.
• Utilized photographic images from TPA
to solicit respondents’ perception
• Snowball or chain referral sampling
• Respondents are potential international
visitors from Asia, Australia, Canada, USA,
London & Germany
Discussions/Findings
1. Factors in the selection of images by TPA
Photos should fit all kinds of marketing mediums while maintaining its quality and sharpness without variation.
Photos should represent the products being promoted,
Place where photos originated
Purpose of the campaign to ensure that these photos best fit the event and occasion
Images should be striking and can create impact on the people.
Discussions
2. Perception of potential international visitors on the
photographic images (on nature)
Photographic images describe Papua New Guinea as a country
with rich biodiversity, an ultimate destination and haven for
photographers
PNG is serene, charming and mysterious and will be perfect for
tourists who would want to commune with nature.
Discussions
2. Perception of potential international visitors
on the photographic images (on culture) The photographic images describe the rich, diverse and
colourful culture of Papua New Guinea
The photos illustrate that the country is a place yet to be
discovered by modernity
The photos depict that PNG has a strong cultural tourism
value that enticed visitors with passion in knowing and
understanding other people’s way of life
Some respondents perceived that photos do not create huge
impact when it comes to their decision-making for their next
vacation.
Discussions
2. Perception of potential international
visitors on the photographic images
(on people) The photos show a possible way of interaction with community
and its people.
An image with visitors dancing with local people conveys a
friendly and welcoming attitude of the people.
Discussions 2. Perception of potential international visitors on the
photographic images (on people)
Striking Comments:
Some respondents viewed the photo of a native man with bow
and arrows posed in front of natural falls extremely different.
Accordingly, “the photo looks creepy and scary”. “It looks to
me that he is ready to kill someone, not a welcoming picture at
all”; “Honestly, when I look at one picture, it gives me mixed
emotions and feelings. There is excitement and fear at the
same time”; “This photo will scare some people especially his
serious face. Maybe you can ask him to smile to give sense of
welcoming to tourists”
Discussions 3. Are the potential international visitors enticed to
come to PNG after seeing the photos?
Mixed responses from the potential international visitors
Some are enticed because of PNG’s natural beauty and
unique culture
Some are uncertain because of the following issues:
• Overall packaging and proximity to modern facilities and amenities.
• The inclusion of accommodation facilities and other tourist amenities
within close proximity of the photographic nature site will assure visitors
that their important human needs will be met.
• The inclusion of available urbanized tourism facilities and city life,
indicating nature tourism can be complemented with urban tourism
• Security issue was raised
Conclusion • Photographic images are essential in the overall effectiveness of the
marketing campaign.
• Perception of the potential market on the photographic images seems
vital to continuously pave the way for much improved and enhanced
marketing efforts.
• Photos significantly influence the decision making process in the choice
of destination of the potential international visitors.
• Photos that depict positive destination image builds interest and
eradicates negative impressions based on pre-conceived judgment
about the destination.
• Feedback and perception of potential international visitors vary. The
divergence of perceptions on the photographic images of travel
products and destinations is attributed to their cultural background
(Dewar et al., 2006), to their origin, demographic traits preferences and
influence of their preconceived perception about PNG.
• The enticing factors do not largely depend on the photographic images
but on the overall perception collated from various sources.
• Security, accessibility, tourist amenities, food and cost are the
complementing agents of beautiful and captivating photographic images
in the choice destination.
Recommendations Re-examine the marketing plan to implement a more
comprehensive marketing activities that research based and
oriented
TPA may consider expanding on existing attractions and activities
or engaging in new tourism products, especially in the provinces
with the heaviest visitation volumes.
Consider other cost effective marketing mediums like the social
media. Social media is becoming the primary medium by which
travel information is shared (Xiang & Gretzel, 2010).
Revisit the on-going visual marketing campaign to (1) identify the
strongest photos that will convey positive message and perception
to different market segments (2) identify and exclude photos that
generate undesirable feedback and (3) establish the best platforms
for effective visual marketing activities.
Strengthen the positive image formation of PNG as a destination
through collaboration with stakeholders.
21
THANK YOU
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